Guzman v. Bridgepoint Education, Inc.

305 F.R.D. 594, 91 Fed. R. Serv. 3d 78, 2015 U.S. Dist. LEXIS 38801, 2015 WL 1396650
CourtDistrict Court, S.D. California
DecidedMarch 26, 2015
DocketCase No. 11-cv-69-BAS(WVG)
StatusPublished
Cited by7 cases

This text of 305 F.R.D. 594 (Guzman v. Bridgepoint Education, Inc.) is published on Counsel Stack Legal Research, covering District Court, S.D. California primary law. Counsel Stack provides free access to over 12 million legal documents including statutes, case law, regulations, and constitutions.

Bluebook
Guzman v. Bridgepoint Education, Inc., 305 F.R.D. 594, 91 Fed. R. Serv. 3d 78, 2015 U.S. Dist. LEXIS 38801, 2015 WL 1396650 (S.D. Cal. 2015).

Opinion

ORDER:

(1) GRANTING DEFENDANTS’ MOTION FOR SANCTIONS; AND

(2) DENYING PLAINTIFF’S MOTION FOR CLASS CERTIFICATION [ECF Nos. 86, 78]

CYNTHIA BASHANT, District Judge.

On January 11, 2011, Plaintiff Betty Guzman commenced this class action against Defendants Bridgepoint Education, Inc. (“Bridgepoint”), Ashford University (“Ash-ford”),1 and University of the Rockies (“The Rockies”), alleging that Defendants “engaged in a pattern of improper and unlawful conduct in order to recruit students and overcharge the federal government for federal financial aid ... through the use of standardized, misleading recruitment tactics[.]” (Compl. ¶ 6.) Plaintiff amended the complaint twice, the current operative complaint being the Second Amended Complaint (“SAC”). Now pending before the Court are Defendants’ motion for sanctions and Plaintiffs motion for class certification. Both motions are opposed.

Having reviewed the papers submitted and oral argument from both parties, the Court GRANTS Defendants’ motion for sanctions (ECF No. 86) and DENIES Plaintiffs motion for class certification (ECF No. 78).

I. BACKGROUND2

Bridgepoint is “one of the largest publicly-traded for-profit college companies in the United States” with more than 5,800 employees. (SAC ¶¶ 22, 25.) Ashford is an academic entity founded, owned, and operated by Bridgepoint. (SAC ¶¶ 23-25.) It “offers] Associate’s, Bachelor’s, Master’s, and Doctoral degree programs, primarily online.” (SAC ¶ 25.) Though most of Ashford’s students are enrolled in the online program, it nonetheless maintains a physical campus in Clinton, Iowa. (SAC ¶ 23.) Students take only one online class at a time, each course typically being five weeks in length. (Ng Dep. 221:12-23.)

According to the complaint, 67,744 students have enrolled in Bridgepoint’s institutions, “99% of whom were attending classes exclusively online.” (SAC ¶ 26.) The total student enrollment at Ashford and The Rockies increased from 19,509 students at [599]*599the end of the first quarter in 2008 to 42,025 students as of March 31, 2009. (SAC ¶ 27.) New student enrollment for the first quarter of 2009 was approximately 16,800 compared to new enrollments of approximately 8,800 for the first quarter of 2008. (Id.) As of December 31, 2012, over 50,300 students have graduated from the Bridgepoint institutions with students having enrolled from all 50 states, the District of Columbia, and 60 different countries. (Bridgepoint 10-K (2012) at 5.)

At the heart of this action is Plaintiffs assertion that “Bridgepoint’s explosive enrollment growth at its online academic institutions is a direct result of misleading marketing tactics designed to recruit students to attend its schools, and its implementation of federally-prohibited employee incentive programs that were designed to encourage ‘enrollment advisors’ to recruit as many students as possible.” (SAC ¶ 28.)

A. Advertising and Marketing

Prior to 2012, Ashford’s only national marketing was through third-party “aggregator websites,” which are “websites that allow students interested in information regarding post-secondary education to input their information to be sent to a number of universities,” including Ashford. (Mignone Decl. ¶ 4; Mignone Dep. 118:10-23.) Currently, however, marketing efforts include digital, print, and television advertising. (Mignone Dep. 109:7-111:12.) Digital advertising composed of “70 to 80 percent” of all advertising with the remaining “20 to 30 percent” consisting of print and television advertising. (Id.) Ashford does not use the same messaging across all advertising forms. (Id. at 139:8-19.)

Ashford’s main website is www.ashford. com. A communications review committee— consisting of “compliance, legal, and other individuals that are part of Ashford University”—vets all content posted on the website. (Mignone Dep. 51:3:-16.) “The marketing content on the current website is ... different from what was on the website in 2005 because Ashford University has expanded its programs and regularly changes its marketing message.” (Mignone Decl. ¶ 5.)

In addition to the main website, Ashford has also used other website addresses, the quantity depending on considerations such as the current “campaign” and site testing. (Mignone Dep. 113:7-23.) Currently, Ash-ford has three additional websites. (Id. at 113:16-114:25.) One of these websites is degrees.ashford.edu, which is a “landing environment for paid search.” (Id.) In other words, it is a site where prospective students “simply submit information if they would like to request more information.” (Id.) The other two websites are here.ashford.edu and belong.ashford.edu, which are also landing environments associated with current or former advertising campaigns. (Id.) Students cannot enroll at these landing environments. (Id.)

Ashford also sends representatives to military bases and military conferences to recruit potential students. (Mignone Dep. 142:22-144:12.) It sends representatives to community colleges and conferences to recruit and speak about corporate partnerships, among other things, as well. (Id. at 144:13-25.) Furthermore, “[o]ftentimes, people may refer friends or family members or people that they work with to attend Ashford University, and that’s an important group of inquiries[.]” (Id. at 103:14-24; see also Grady Decl. ¶ 10.)

B. Enrollment Advisors

After Ashford received contact information from aggregator websites, it would have its enrollment advisors follow up. (Mignone Dep. 120:1-9.) Enrollment advisors “pro-vid[e] whatever is necessary to what the student is asking[.]” (Ng Dep. 66:12-19.) Questions typically received from prospective students range “from the specific education they are looking for all the way to normal questions that students ask when they are looking for what is the right college for them[,]” including questions related to costs and programs. (Id. at 67:6-21.)

Enrollment advisors are trained to give “accurate and truthful information” to prospective students. (Ng Dep. 54:8-55:24.) As a part of this training, advisors are given written materials including “the content [600]*600piece for student services” and “conversation guides.” (Id.) The purpose of the written materials is so that a newly hired enrollment advisor can first learn “what the content is” and then have “conversation guides to ensure that they are giving students ... information that’s pertinent to that specific student.” (Id.) Though all newly hired enrollment ad-visors receive training materials, different training materials are given depending on the relevant department. (Id.) Defendants insist that enrollment advisors are not given scripts. (Id.)

One document provided in the training materials is titled “Ethics of Admissions”, which provides nine ethical guidelines for enrollment advisors, including “[a]here[nce] to state and federal Do Not Call regulations,” and “Maintaining truth and accuracy of all areas of advertisement.” (Young Decl. Ex. 16; see also Young Decl. Ex. 17 (document titled “Enrollment Compliance Acknowledgment”).) Elaborating on the latter, the guidelines explicitly state that “[i]t is unacceptable to misrepresent or advise students incorrectly in any area, (i.e.

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305 F.R.D. 594, 91 Fed. R. Serv. 3d 78, 2015 U.S. Dist. LEXIS 38801, 2015 WL 1396650, Counsel Stack Legal Research, https://law.counselstack.com/opinion/guzman-v-bridgepoint-education-inc-casd-2015.